Madina Maratovna Japarova is one of those Kazakhstani entrepreneurs whose success is the result of consistent effort and inner discipline. She is the founder of the Furshet Food brand, known for its homemade taste and uncompromising quality. Her business focuses on the production of semi-finished products, ready-made meals, and confectionery, built as a full-fledged technological process—from the careful selection of ingredients to strict quality control.

“Food is more than nourishment; it is warmth, care, and tradition.” For Madina Japarova, this idea is not a metaphor, but a guiding principle in both life and business. In Astana, where fast-food culture is rapidly expanding and the pace of urban life demands speed and efficiency, Furshet Food has secured its own well-defined position. It is not just another player in a saturated market, but a project built on steady demand, customer trust, and a thoughtfully designed concept.

There is no pursuit of mass-production uniformity here. At its core are homemade recipes, natural ingredients, and careful attention to a taste that remains authentic and recognizable. This is a kitchen free from excessive “technologization,” yet grounded in strict production discipline. It is precisely this balance of warmth and structure that has allowed the brand to build a loyal audience and establish itself within the city’s culinary landscape.

Her story begins in the town of Atbasar—a small northern center where character is shaped by climate, and the value of hard work is not debated but accepted as a norm. In 2003, she worked as a secretary to court enforcement officers and later in the administrative office of the Atbasar District Court. It was a school of responsibility, where each day demanded precision and focus. Yet her ambitions did not allow her to remain in place.

That same year, she moved into the private sector as an HR inspector at Bonita Pipe LLP. Working with personnel revealed her organizational strengths and her ability to build efficient processes. Between 2005 and 2007, as head of department at On-Olzha LLP, she first experienced the true essence of managerial responsibility—not as a title, but as daily work with people and results.

A defining stage in her professional development came during her time at the Astana Agro Service and Procurement Center LLP from 2012 to 2018. Here, Madina advanced from HR manager to Head of the Trade Department. She gained deep expertise in procurement structures, logistics, and sales strategy, learning to view the market not in fragments, but as an integrated system. It was during these years that her management style matured—strategic thinking became combined with practicality and the ability to truly hear her team.

Entrepreneurship was not an impulse, but a logical next step. On October 24, 2018, Sole Proprietorship “Japarova M.M.” was officially registered, marking the beginning of a new chapter—the creation of the Furshet Food brand. In 2024, the “Furshet Food” trademark was officially registered with the National Institute of Intellectual Property, symbolizing a project designed with long-term vision and commitment.

Amid the rapidly growing delivery industry in Astana, she chose not to compete in speed, but to focus on the concept of “home-style taste.” Homemade recipes, natural ingredients, and generous portions—simple yet honest principles. Gradually, Furshet Food expanded beyond delivery services. The production of confectionery products was launched, followed by semi-finished goods, allowing the company to broaden its ассортимент and strengthen its market position.

Growth required new capacities and its own production facility. At this stage, personal strategy aligned with the opportunities of state support. Financing for the purchase of production premises was obtained through JSC Nurbank. In turn, support in the form of interest rate subsidies and credit guarantees was provided by the Entrepreneurship Development Fund “Damu.” Subsidization reduced the financial burden and preserved working capital for expanding the product range and strengthening the team. The guarantee mechanism ensured sufficient collateral coverage for loan approval. Thus, a systematic approach to business development was reinforced by the effective use of government support instruments.

Today, Furshet Food is a full-scale production facility. Madina Maratovna Japarova is a person fully dedicated to her work and the development of her business. She is entirely focused on advancing Sole Proprietorship “Japarova M.M.,” which has become a reflection of her professional maturity and entrepreneurial ambition.

Production capacity has increased significantly, along with a substantial expansion of the workforce. Eight new employees—confectioners, cooks, sales staff, and delivery specialists—have been hired. This has improved operational efficiency, accelerated production processes, and enhanced the quality of customer service. The expansion has also had a notable social impact, creating new jobs for professionals of various profiles, supporting employment, and contributing to the development of the urban economy.

Her mission for the future is to continue developing the quality of home-style cuisine, scale the business, strengthen the brand, and preserve its social contribution.

Contacts:
Address: Astana, 2 Kenen Azерbayev Street; 54A Koshkarbayev Street
Website: furshetfood.kz
Instagram: @furshetfood.kz
Phone: +7 707 649 66 22
+7 778 649 66 22